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AI in B2B Marketing

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Partnering with an AI-aware marketing agency is key

As the advancements in artificial intelligence (AI) continue to shape the business landscape, it’s crucial for B2B marketers to understand the potential benefits and challenges of integrating AI into their marketing efforts. While AI offers valuable tools and automation, it’s important to approach its implementation cautiously and ensure that you have proper training, protocol, and processes for employees – especially as an agency servicing clients. Businesses hiring agencies should also understand the significance of partnering with vendors aware of the nuances of AI and inquire about these points before making any final decision.

  1. Define Your Objectives: As with any tool, it’s vital to clearly define your marketing objectives first and then identify the areas where AI can assist. Whether it’s lead generation, content personalization, or customer segmentation, having a well-defined purpose will help you assess the relevance and effectiveness of AI solutions.
  2. Understand the Limitations: While AI can bring efficiency and automation, it’s essential to recognize its limitations. AI algorithms depend on data, and biases can inadvertently influence outcomes. Further, its style – when copied directly vs nuanced with the human eye and mind – can be off-brand. Understand the potential pitfalls and ensure that ethical considerations are taken into account during the implementation process and that employees have clear directives on how to work with AI to avoid embarrassing mistakes.
  3. Choose the Right AI Tools: Evaluate and select AI tools that align with your marketing goals. Consider factors such as scalability, compatibility with existing systems, ease of use, and the ability to provide actionable insights. Collaborate with your IT department or seek expert advice to make informed decisions.
  4. Data Quality and Privacy: Data is the fuel that drives AI algorithms. Ensure that your data is accurate, up-to-date, and of high quality. Implement robust data governance practices and prioritize customer privacy and data protection. Ensure that your employees or agency aren’t sharing corporate secrets with tools that may not comply. Compliance with relevant regulations, such as GDPR or CCPA, is crucial for maintaining trust with your B2B customers.
  5. Partnering with an AI-Aware Agency: Let’s be honest, we are all figuring this out together as AI has just become mainstream. That being said, when seeking external assistance, work with a B2B marketing agency that understands the nuances of AI and has been testing its applicability in marketing. Look for agencies with expertise in AI-driven marketing strategies and a track record of successful implementations. They should have a deep understanding of your industry and be able to integrate AI technologies effectively while preserving the human touch.
  6. Collaboration and Training: Collaborate closely with your chosen agency throughout the AI integration process. Communicate your specific requirements and ensure that the agency understands your unique business context. Additionally, invest in training your internal team to leverage AI tools effectively and adapt to the changing dynamics of AI-driven marketing. Ensure that your agency has done the same. Typical agency structure means that, often, junior-level executives are creating content. Confirm with your agency that AI training is in place, inquire about what it looks like, and ask about approvals protocol for all content. Finally, be sure that employees understand that garbage in equals garbage out. AI often produces a recap of the information put in, vs. fact-based value-add.
  7. Continuous Evaluation and Adaptation: Implementing AI in B2B marketing is iterative. Continuously monitor and evaluate the outcomes, making adjustments as needed. Regularly assess the performance of AI algorithms, fine-tune models, and stay updated with the latest AI advancements to optimize your marketing strategies.

AI has the potential to revolutionize B2B marketing by enhancing efficiency, personalization, competitive analysis, and customer insights. However, a cautious approach is necessary to avoid pitfalls and maintain the essential human connection in your marketing efforts. By defining clear objectives, selecting the right tools, prioritizing data quality and privacy, and partnering with an AI-aware agency, you can harness the power of AI while ensuring a balance between automation and human interaction. Remember, AI is a supplement to human efforts, not a complete replacement.

What’s Wrong With My Marketing?

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In the day and age of social media and digital communications, nearly everyone fancies themselves a marketer. And I suppose that in some ways, everyone is – we’re marketing our personal brands: our roles as parents, leaders, authorities and whatever else is hot at the moment. We share our company’s marketing content across social networks. We chime in with something cool we saw on YouTube and suggest our company do something similar.

But not all marketing is created equal. While something may work for an Instagram influencer, it likely won’t have the same success for a B2B company, for example. Yet, here are five things to check in your marketing that can apply to just about any brand:

  1. You’re too self-centered. Social media has brought out the narcissist in a lot of us, but that doesn’t mean focusing on just your company and products will engage an audience. Sure, it may work for Kim Kardashian, but it’s not likely to work for your security product in the same way unless you intersperse other helpful and informative information in between your company and product updates. Your content needs to be about your audience and their needs and wants, not just about you. In addition, you can no longer expect your audience to come to your properties – you have to reach out where they are, across multiple networks.
  2. You lack visuals. Even a B2B brand can and should be using imagery in their social media. Tools like Canva make it very easy to create unique, branded images.
  3. You haven’t jumped on the video bandwagon. Hubspot reports that 72% of customers would rather learn about a product or service by way of video and that 88% of video marketers report that video gives them a positive ROI. Video can be simple and inexpensive – anything from your CEO speaking to a smartphone camera, to product or program overviews, man-on-the-street videos interviewing people at a conference, or more complex pieces like explainer videos. People tend to engage with and share videos more than text-only content, so it’s a crucial component to smart marketing.
  4. You’re not involving your customers. I’m sure what you have to say is very interesting, but third parties are always more credible, especially if they’re your customers. People want to hear from people like themselves, which is why social media influencers are so popular now. I like how Ted Rubin recently described influencers as possessing “the unique skills necessary to create a community and a willingness to serve the community they build.” (Read: not necessary celebs.) And, brand trust is a fickle thing. However, people tend to trust friends and even a friend’s network who they don’t personally know or, heck, other reviewers (even strangers) on Yelp or Trip Advisor – more than they trust brands. Get your fans talking and sharing for you!
  5. You’re not analyzing. It still surprises me when I speak to prospects who are not measuring their marketing or PR in any form. Marketing well is not inexpensive, so don’t you want to know your ROI? We worked with three new clients this last year that didn’t have anything set up – not even Google Analytics. Reviewing your analytics on Facebook or Linkedin isn’t enough – you must track ROI around what matters most to the brand, such as purchase intent and sales – not likes and follows.  And, the numbers don’t mean much if you’re not analyzing what is happening behind them. Where are your fans and followers finding you? How long are they staying? Where do they prefer to engage and in what way? What’s their buyer journey look like? What content is really driving prospects to the top of the funnel? What content is working with which audience? These are all elements that will supercharge your marketing and differentiate you as a true marketer.

Following these five basic guidelines can help you stand out as a marketer and continually get better. Just like the phone, social media channels don’t make everyone a good communicator just because they have access. It takes strategy, thoughtful presence, and consistency to do marketing right.


Considering a career in PR? Tell your story for a chance to win

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VideoInterviewCalling all future PR pros! Test your storytelling chops in a new video contest called, “Take Flight with PR,” launched this week by the Council of Public Relations Firms (Council), our industry’s trade association.

Contestants are invited to choose an interest, idea or passion they have, showing in their videos how a career in public relations would enable them to bring their dream to life. In particular, the Council is searching for the best video that most persuasively, and creatively, finishes this sentence:

“A Career in PR is an opportunity for me to: _______________.”

The contest is aimed at showcasing the multitude of careers possible at public relations firms, including career paths in brand marketing, public advocacy, video production, design, and more.

Submissions are being accepted from now until June 28, and then crowd-sourced voting will determine nine finalists, plus one “critic’s choice,” who will advance to the final round to be judged by a panel of PR pros.

Prizes will include a $2,500 cash prize, an expense paid trip to New York City for the winning video’s premiere at the Council’s Oct. 23 member dinner and online visibility on prfirms.org.

“It is critically important that we as an industry continue to educate the next generation of PR practitioners about the many career opportunities that exist in our business,” said Kathy Cripps, president of the Council of Public Relations Firms. “When it comes to finding the best people, we can’t be complacent. We need cutting-edge talent across disciplines to push our industry to new heights. We hope this video contest showcases both memorable creativity and great future PR talent.”

Jumpin’ on the Sex and the City 2 ‘Brand’ Wagon

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Unless you live under a rock, I am sure that by now you are very, or depending on who’s reading this, painfully, aware that Sex and the City 2 hits theaters nation-wide today.

It’s virtually impossible not to know that this movie is out in theaters as you’ve probably seen the overly-hyped movie trailer, one too many “SJP” interviews or read a barrage of articles on “How to get Carrie’s six-digit look for less.” Marketing and promotional campaigns tied to movies aren’t new they just continue to get bigger and broader with the impact of product placements and social media. With its fashion-forward audience it’s not at all surprising that the SATC2 marketing engine is in overdrive – but what is surprising is how many different types of consumer brands are capitalizing on what one LA Times reporter has described as “not just a movie…(but)… a lifestyle,…”

I can’t think of another franchise that has sparked as many give-aways, makeovers, and vacation sweepstakes. It feels like every time I turn around, another, and, in some instances, unexpected industry is jumping on the SATC2 ‘brand’ wagon.

Of course the obvious players, retail brands like Macys and high-end fashion publications like Vogue, would be missing the boat if they didn’t create buzz around such a fashion-forward experience. It’s also understandable to see the hospitality industry getting in on a piece of the action by offering high-end New York City SATC2 weekend getaway packages . It fits with the movie’s backdrop and isn’t that much of a stretch. But when brands like HP, hype their “2010 Spring Collection” with their SATC2 Sweepstakes and Lipton Ice Tea promotes a “Manhattan Makeover” I think it only further reinforces, what many already know, that women ages 30-45 have some serious buying power, or as my husband says we are “a marketers dream.” After seeing the brand campaigns launched over these last couple of weeks I wouldn’t be surprised if Black & Decker were to launch a SATC2 sweepstakes featuring its 12-Volt Variable Speed Cordless Drill, I’d be lying if I said I wouldn’t at least check out the prize package. Are you paying attention Black & Decker??

What do you think about unexpected brands coming up with creative ways to get in front of this powerful demographic? Talk amongst yourselves, while I get back to completing all my SATC2 sweepstake forms!